Sell Your Art into a Niche Market

The other day, while my husband and I were walking our dogs in the park, we met a young man with a really unusual and impressive bicycle. We couldn’t help but stop and speak with him about it.

“Hermetic Bicycle” by Mark B. Hill, block print

What kind of bike was this? We’d never seen anything like it. The cyclist explained that it was made of carbon fiber, a material that is light, strong and nearly indestructible. We took a closer look, amazed at its construction and appearance.

“How much does a bicycle of this type cost?” my husband inquired.

“I paid $13,500 for it,” he responded, beaming.

Turns out that this passionate (and incredibly fit) young man was a triathlete. A big smile lit his face as he shared with us highlights of the sport and his experiences participating in triathlon events.

This extraordinary cyclist is a perfect example of a niche consumer. He’s proud to have spent tons of money for his bike and other gear. He is focused on an activity that he pursues with intense interest, which he finds pleasurable, challenging and satisfying. Cycling is more than a sport to him; it is a lifestyle.

Niche markets are excellent places for artists to find passionate customers, to whom money is not often a factor when making acquisitions that reflect their strong interests. These markets come in many flavors. Sports niches are common, ranging from football and baseball to tournament fishing, equestrian sports, duck hunting, and others that are much farther afield.

Whether you cater to people who are interested in music, pets, fashion, dance, or any of thousands of other possibilities, selling art to customers in these niches is big business and offers big opportunities.

Some niches are broad (for example the Christian marketplace is over $4 billion per year) and some are very narrow, but all have possibilities for creative entrepreneurs who want to connect and do business with avid buyers.

Artists who sell their work into niche markets have several advantages:

They can easily find where their customers congregate, publications and blogs that they read, and events that they attend.

They can charge higher prices for their work to buyers who already have a keen interest and are willing to pay for artwork related to what they love.

They have the opportunity to be a big fish in a small pond, gaining name recognition more easily, or possibly being the only artist who specializes in a small niche.

They can use their own authentic interest in a niche to drive the emotional connection they make with potential collectors.

They can become strategic partners with others in the niche to help promote each other to the same audience.

Want to stay current on cutting edge business articles from Artsy Shark, plus artist features, and an invitation to the next Call for Artists? Subscribe to our twice-monthly Updates, and get a free e-book on Where to Sell Art Online right now!

Comments

I found your “Niche Marketing” article/post because it was introduced in the latest FAA newsletter. What you describe is well written – and something in which I believe. I have been involved in Affiliate Marketing (a form of Internet Marketing) for 15 years – and our best performing websites are those focusing on a niche. I am taking the same approach with some of my art photography subjects. Niche marketing works. In addition, there are countless niches in which there may be little to no competition.

That’s true, Bill. You can be found in a niche whereas you may be like a needle in a haystack in a big group. You find your biggest fans devoted to niches that they truly care about. Best of luck with your marketing!

I am committed to my rather new lifelong love of making art, but very frustrated because I don’t really know how to market and target willing buyers. Where in Texas is there a seminar to teach me how? I live in San Antonio.

I have been committed to my art since many years. My work is not easy to label hence very difficult to find the right niche. The article was helpful in a way but does not really say how to find your “niche”http://www.marleenpauwels.com

I agree with Marleen that it would be nice to know how to find your niche. I have found my niche, but I would like more insights / tips on how to reach your niche once you find them / how to get in front of them / market to them / etc.